Formula One Group (FWONA): Business Model Canvas [Dec-2025 Updated]

You're looking to truly understand how the Formula One Group (FWONA) prints money in this current market, and after two decades analyzing global assets, I can tell you their model is a masterpiece of IP control and global reach. Forget the cars for a second; the real story is the $4.04 Billion USD Trailing Twelve Months Revenue as of Q3 2025, underpinned by a staggering $14.2 billion in contracted revenue visibility. This isn't just racing; it's a media and entertainment powerhouse that has successfully captured a young, global audience, now totaling 827 million fans. Dive into the nine blocks below to see exactly how they lock in promoters, sponsors, and broadcasters to keep that cash flow machine humming.

Formula One Group (FWONA) - Canvas Business Model: Key Partnerships

You're analyzing the backbone of Formula One Group (FWONA)'s revenue generation, which heavily relies on locking in long-term, high-value commercial relationships. These partnerships are the engine for the group's growth, especially as the sport pushes for deeper market penetration in the US.

Global Media Rights Holders

Media rights remain a cornerstone, dominated by pay-TV markets globally, though digital distribution is rapidly changing the landscape. For the US market specifically, the current deal with ESPN is set to conclude after the 2025 season.

• The existing ESPN agreement, signed in 2022, reportedly pays Formula One Group between $75 million and $90 million annually through 2025.
• Formula One Group is reportedly seeking between $160 million and $180 million per annum for the next US media rights deal.
• A significant new partnership was struck with Apple for US distribution starting in 2026; this five-year deal is reportedly worth a total of $750 million.
• Revenue from Formula One Group's wholly owned subsidiary, Formula Motorsport Limited, which manages broadcasting agreements, was approximately €500 million annually, with a target increase to €520 million for 2025.

The series is clearly leveraging its growing appeal to command significantly higher fees in renewal negotiations, especially with major tech players entering the fray.

Race Promoters

Long-term contracts with race promoters secure the calendar's stability and provide predictable revenue streams, often through substantial sanctioning fees. These fees are the second-largest revenue stream for Formula One Group, only behind media rights deals.

The estimated annual race fee can range from $25 million up to a massive $60 million, depending on the location and market importance.

Here's a look at the contract security for several key venues as of late 2025:

Grand Prix	Circuit	Estimated Annual Fee (2026)	Contract Ends
Miami	Miami International Autodrome	Collaboration	2041
Austria	Red Bull Ring	$33.5 million	2041
Monaco	Circuit de Monaco	$30 million	2035
Canada	Circuit Gilles Villeneuve	Not specified	2035
Great Britain	Silverstone	$40 million	2034
USA (Austin)	Circuit of The Americas	$40 million	2026
Singapore	Marina Bay Street Circuit	$35 million	2028

The Miami Grand Prix and the Austrian Grand Prix both have commitments stretching to 2041, showing a clear preference for locking in high-demand events.

Corporate Global Partners

Sponsorship is a massive growth area, with total spend across Formula One Group and its teams projected to exceed $2.9 billion for the 2025 season, marking a 10% year-over-year increase. The series itself is set to generate $677 million from its sponsorship partnerships in 2025.

The scale of these deals is significant; the average Formula 1 partner generates annual revenues of $27.9 billion. Team title sponsorship rights alone account for a combined $433.42 million this season.

• LVMH signed a 10-year deal reportedly valued at $1 billion.
• The title partnership between Williams Racing and Atlassian is estimated to be worth between $25 million and $35 million annually.
• Ferrari holds the most valuable partnership network, estimated at $610 million in sponsorship revenue for the 2025 campaign.
• US-based companies account for over 34% of new deals signed for the 2025 season.

Official Suppliers

The exclusive supplier agreements are critical for both stability and technological alignment, particularly with the 2026 technical regulation changes looming. Pirelli's role as the exclusive tire supplier is well-established.

• Pirelli's current contract confirms them as the sole supplier through the 2025, 2026, and 2027 seasons, with an option for a fourth year in 2028.
• Pirelli has been the exclusive supplier since 2011.
• The agreement also covers the supply of tires for the FIA Formula 2 and Formula 3 Championships.

Technology and Licensing Partners

These partnerships often involve deep integration, such as the one with Apple for media distribution, or licensing for consumer products. The growth in technology and financial service brands is notable, with each sector accounting for around 20% of all new sponsorship deals for 2025.

The release of the F1 movie, a collaboration with a major entertainment entity, contributed to media rights revenue in the first half of 2025. Lenovo and Lego, while mentioned in your outline, are part of the broader ecosystem, but specific 2025 financial data for those licensing deals isn't as readily available as the media and title sponsorship figures.

Finance: draft 13-week cash view by Friday.

Formula One Group (FWONA) - Canvas Business Model: Key Activities

Commercial rights management for F1 and MotoGP

The Formula One Group controls the commercial rights for the FIA Formula One World Championship and, as of July 3, 2025, the commercial rights for MotoGP through its majority-owned subsidiary, Dorna Sports S.L.. The acquisition of Dorna Sports represented an enterprise value of €4.2 billion. Formula One Group holds an 84% stake in Dorna Sports, with management retaining the remaining 16%. The key activity involves integrating the MotoGP ecosystem while maintaining Dorna CEO Carmelo Ezpeleta at the helm. The commercial rights for Formula 1 are controlled by Formula One World Championship Limited (FOWC), which holds the rights for a 100-year term from the FIA.

Negotiating and managing global media and sponsorship contracts

This activity underpins the majority of Formula One Group's revenue generation. Projected annual revenues for F1 operations alone exceeded $2.5 billion. The group secured $14.2 billion in future revenue under contract as of March 31, 2025. Key media rights include the ongoing U.S. broadcast agreement with ESPN through 2025 and the long-term UK rights with Sky Sports. Significant contract renewals were secured, such as the Mexico Grand Prix through 2028 and the Miami Grand Prix through 2041. Sponsorship revenue growth reflects contractual fee increases and revenue from new partners, including Barilla Pasta and PWC as Official Partners announced in Q1 2025.

Planning and executing the 24-race annual Grand Prix calendar

The 2025 Formula 1 season is planned and executed across 24 Grand Prix weekends. This schedule includes six F1 Sprint races at circuits like China, Miami, Belgium, Austin, Brazil, and Qatar. The calendar spans from March through December, visiting 21 countries across five continents. The activity involves managing the logistical flow, which saw the season start in Australia for the first time since 2019. The MotoGP calendar, managed by Dorna, saw 10 races in the first six months of 2025.

Developing and distributing Direct-to-Consumer (DTC) digital content (F1 TV)

The DTC strategy centers on the F1 TV platform, which contributed to media rights revenue growth through increased subscription revenue. In 2024, an estimated 20 million viewers consumed content on digital platforms, including F1 TV. The group recognizes the shift in viewing habits, with more than 54% of global households owning connected televisions. The recognition of one-time revenue associated with the F1 movie in the second quarter also boosted media rights figures.

Managing premium trackside hospitality and experiences (QuintEvents)

Formula One Group manages premium trackside hospitality, including the Formula One Paddock Club and other offerings, through its more than 90%-owned subsidiary, QuintEvents. Hospitality revenue growth in Q3 2025 was driven by underlying Paddock Club growth and activities at the Grand Prix Plaza in Las Vegas, which opened to the public on May 2nd. Cash held at Quint as of the end of Q2 2025 was $70 million.

Here's a quick look at the attributed financial performance for the Formula One Group as of the third quarter of 2025:

Metric	Period Ending September 30, 2025	Comparison/Context
Attributed Revenue (F1 Only)	$869 million	For the third quarter
Attributed Adjusted OIBDA (Group)	$680 million	Year-to-date (9 months)
Year-to-Date Revenue Growth (Group)	9%	Year-over-year
Year-to-Date Adjusted OIBDA Growth (Group)	15%	Year-over-year
Q2 Revenue Growth (Group)	14%	Year-over-year
Q2 Adjusted OIBDA Growth (Group)	21%	Year-over-year

The operational key activities translate directly into these financial results, which are consolidated into Liberty Media Corporation's reports.

Formula One Group (FWONA) - Canvas Business Model: Key Resources

You're looking at the core assets that make the Formula One Group's business model tick. These aren't just assets; they are the foundational pillars that generate revenue and create barriers to entry for competitors. Honestly, the value here isn't just in the contracts, but in the exclusivity and the brand equity built over decades.

The most critical resource is the exclusive commercial rights to the FIA Formula One World Championship. This is the non-replicable license to operate the premier global open-wheel racing series. This exclusivity underpins nearly every other revenue stream, from race promotion fees to media rights deals.

Financial stability is clearly visible through long-term commitments. As of the first quarter of 2025, the Formula One Group had $14.2 billion of future revenue secured under contract. That level of contracted visibility is a massive resource, providing high certainty in a volatile macroeconomic climate. Furthermore, the group maintained strong liquidity, reporting attributed cash and liquid investments of $2.8 billion at the end of Q1 2025.

The brand itself is an immense intangible asset. Global brand equity and Intellectual Property (IP) allow the Formula One Group to command premium pricing across all its commercial activities. This is further amplified by the recent success of F1 The Movie, which became the largest-grossing sports film of all time, surpassing $600 million at the box office.

Digital reach is a modern necessity, and the Formula One Group has successfully cultivated a massive online presence. The sport's social media following grew to 107.6 million as of August 2025, marking a 21% increase year-on-year. This digital ecosystem is crucial for fan engagement and sponsor value delivery.

To give you a clearer picture of these key quantifiable resources, here's a quick look at the major financial and ownership figures:

Key Resource Metric	Value/Amount	Date/Context
Future Revenue Secured Under Contract	$14.2 billion	As of Q1 2025
Total Social Media Following	107.6 million	As of August 2025
MotoGP (Dorna Sports) Ownership Stake	84%	Completed July 2025
MotoGP Acquisition Price (Liberty Media's Stake)	US$4.9 billion (or €4.2 billion)	Transaction value
Attributed Cash and Liquid Investments	$2.8 billion	As of end of Q1 2025
F1 The Movie Box Office Gross	$600 million	As of August 2025

The strategic addition of the MotoGP rights holder, Dorna Sports, significantly expands the Formula One Group's portfolio of premium motorsport IP. Liberty Media completed the acquisition of an 84% stake in Dorna Sports in July 2025. This transaction, valued at €4.2 billion (US$4.9 billion) for the stake, brings the world's premier motorcycle racing series under the same corporate umbrella as Formula 1.

The integration of Dorna Sports adds another layer of high-value, long-term rights to the resource base. This move positions the Formula One Group to potentially replicate the commercial success seen with Formula 1 by applying similar strategies to MotoGP. The key resources now include:

• Exclusive commercial rights to FIA Formula One World Championship.
• Exclusive commercial rights to MotoGP World Championship.
• Long-term contractual revenue visibility of $14.2 billion.
• Global brand equity and Intellectual Property (IP) across two major global sports.
• Digital platforms with 107.6 million social media followers.
• Majority ownership (84%) of Dorna Sports.

Finance: draft 13-week cash view by Friday.

Formula One Group (FWONA) - Canvas Business Model: Value Propositions

You're looking at the core reasons why brands and fans commit to the Formula One Group, and honestly, the numbers coming out of 2025 show a powerful, self-reinforcing ecosystem. It's not just about the cars going fast anymore; it's about the cultural and commercial platform the sport has become.

Premier Global Motorsport and Entertainment Spectacle

The Formula One Group delivers a spectacle that is truly global, operating across 24 destinations in 21 countries as of 2025. The on-the-ground experience is hitting record levels; for instance, the Silverstone Grand Prix weekend welcomed close to 500,000 fans over the four-day event. Mid-season total attendance for 2025 reached 3.9 million, with 11 events selling out and 6 of those setting new attendance records at their respective circuits. This live event appeal translates directly into massive commercial value for sponsors. The total projected sponsorship spend across the championship and the teams for the 2025 season is set to exceed $2.9 billion, marking a 10% year-over-year increase from 2024. The series itself is projected to capture $798 million in sponsorship revenue in 2025, a significant jump from the roughly $272 million recorded in 2017.

Access to a Young, Growing, and Diverse Global Fanbase

This is where the long-term value proposition really shines. The Formula One Group has successfully cultivated an audience that is both massive and demographically favorable. The total global fanbase reached a record 827 million people, representing a 12% year-on-year increase and a 63% surge since 2018. What's key for brand relevance is the youth skew: 43% of the total fanbase is now under the age of 35, which is a growth of 51 million fans year-on-year in that bracket. Furthermore, the sport has made significant strides in diversity, with female representation now at 42% of the total fanbase, the highest share in Formula One history. This loyalty is sticky, too; a global fan survey indicated that 94% of fans plan to continue following the sport in five years.

Here's a quick look at the audience composition as of late 2025 data:

Metric	Value	Context/Year-over-Year Change
Total Global Fanbase	827 million	Up 12% year-on-year
Fans Under 35	43%	Growth of 51 million year-on-year
Female Fans	42%	Up from 37% in 2018
Fan Loyalty (5-Year Outlook)	94%	Plan to continue following
U.S. Gen Z Daily Engagement	70%	Engage with content daily

Exclusive, High-Quality Live and On-Demand Video Content via F1 TV

The direct-to-consumer offering, F1 TV, is a critical component, benefiting from the overall content boom. As of the first quarter of 2025, total F1 TV subscribers were up 4% year-over-year, with the U.S. market showing particularly strong growth at 20% year-over-year. The launch of the new F1 TV Premium Tier has reportedly outperformed expectations. This digital engagement is complemented by massive social reach; social media followers hit 106 million in Q2 2025, growing over 20% year-over-year, making Formula One the fastest-growing major sport property on social platforms. Highlights viewership on the official YouTube channel grew 30% compared to the prior year, with over half of that audience being under 35.

High-End, Curated Hospitality and Event Experiences (Paddock Club)

The premium hospitality offering remains a high-margin value driver. The increase in hospitality and experiences revenue in Q2 2025 was driven by underlying Paddock Club growth plus the inclusion of one additional event compared to the prior year period. Season-to-date through Hungary, the Formula One Group had sold 28,000 tickets for the Paddock Club. It's important to note the calendar's impact; in Q1 2025, other revenue declined due to having one less Paddock Club event compared to Q1 2024, showing how crucial the event mix is to this revenue stream.

Global Marketing Platform for Sponsors with High-Net-Worth Audience

The platform attracts top-tier global brands looking for context and narrative integration, not just visibility. The total sponsorship market value for 2025 is projected to be over $2.9 billion when combining the championship and team deals. Teams capture the lion's share, accounting for 72% of that total sponsorship revenue. The quality of the audience is evidenced by major commitments, such as the ten-year deal with LVMH, which Ampere values at $1 billion. Furthermore, the focus on the U.S. market is paying dividends, as U.S. brands accounted for over 34% of new sponsorship deals for the 2025 season so far. The median deal size for an Exclusive Title Sponsor in 2024 was $28.2 million, which gives you a sense of the premium commanded for top assets.

The Formula One Group's attributed cash and liquid investments stood at $3.1 billion at the end of Q1 2025, which helps fund the continued expansion of these value-driving assets. Finance: draft 13-week cash view by Friday.

Formula One Group (FWONA) - Canvas Business Model: Customer Relationships

You're looking at a business where the customer relationships are fundamentally built on long-term, high-value contracts, which is the bedrock of the Formula One Group's financial stability. This strategy locks in revenue streams, making the business model highly predictable, so you can see why management is so focused on securing these multi-year commitments.

High-touch, long-term contract management with promoters and sponsors

The relationship with race promoters is the clearest example of this long-term focus. Formula One Group manages these by securing fixed-fee hosting contracts that stretch far into the future, providing certainty for both the host city and the Group's primary revenue line. As of early 2025, this commitment to permanence is evident in several key deals:

• The Miami Grand Prix is confirmed on the calendar until at least 2041.
• The Austrian Grand Prix at the Red Bull Ring has a contract extension running until at least 2041.
• The British Grand Prix at Silverstone is secured through 2034.
• The Mexico City Grand Prix has a renewed agreement running through 2028.

This focus on longevity is reflected in the overall financial commitment; as of March 31, 2025, Formula One Group had $14.2 billion in future revenue secured under contract. This figure bundles promoter fees, media rights, and sponsorship commitments, all of which are structured for long-term engagement.

Sponsorship relationships mirror this structure, moving beyond simple annual renewals to multi-year, high-value partnerships. The total projected sponsorship spend across the Championship and the ten teams for the 2025 season is expected to exceed $2.9 billion.

Sponsor Relationship Example	Deal Structure/Value	Contract End Year (or Term)
LVMH Group (Global Partner)	$1 billion over 10 years	Starting 2025
DHL (Global Logistics Partner)	Around $40 million per year	Multi-year extension signed in 2024
Crypto.com (Extension)	$20 million per year	Extended until 2030

Direct-to-Consumer (DTC) subscription model for F1 TV

The DTC relationship via the F1 TV streaming service is showing tangible growth, especially in key markets. This direct channel allows Formula One Group to own the fan data and relationship, bypassing traditional intermediaries. In the first quarter of 2025, total F1 TV subscribers increased by 4% Year-over-Year, with the US market showing a significant jump of 20% YoY. This digital growth supports the overall media rights valuation; for instance, the US media rights deal, which is up for renewal, is reportedly being negotiated for an annual value around $140 million, up from the previous ESPN deal of roughly $85 million per year.

Digital engagement via social media and Drive to Survive content

Fan relationships are heavily nurtured through digital content, which acts as a funnel to the core product. The impact of the documentary series is still a major factor in audience acquisition. The 2025 blockbuster movie, F1, starring Brad Pitt, reportedly grossed around $545 million globally, demonstrating the commercial power of narrative content to attract new viewers. This content strategy translates into concrete viewership numbers; the average US race viewership through September 2025 reached 1.4 million viewers. The official F1 channels also delivered a record number of social impressions in Q2 2025, signaling strong digital engagement.

Dedicated hospitality service through F1 Experiences/QuintEvents

The premium, high-touch customer relationship is managed through F1 Experiences, which is powered by the Group's majority-owned subsidiary, QuintEvents. Formula One Group completed the acquisition of more than 90% of QuintEvents for a valuation of $313 million in 2023. This vertical integration allows for direct control over the premium fan experience. The success of this segment is reflected in the financial results, as Q2 2025 saw an increase in hospitality and experiences revenue, driven by underlying Paddock Club growth and the mix of events held. QuintEvents, prior to the full acquisition, was projecting revenue exceeding $400 million by 2024, indicating the significant scale of this high-margin relationship segment.

• F1 Experiences packages offer exclusive benefits like track tours and private pit lane walks.
• The service targets both individual fans and corporate clients on a global scale.
• The Group is focused on leveraging this segment for continued growth into 2026 and beyond.

Finance: review the Q3 2025 breakdown of 'Other Revenue' to isolate the precise contribution from QuintEvents/Hospitality by the end of next week.

Formula One Group (FWONA) - Canvas Business Model: Channels

You're looking at how Formula One Group gets its product-the Grand Prix spectacle-into the hands of fans and partners as of late 2025. It's a multi-pronged approach, leaning heavily on established media rights while aggressively building out direct digital access and premium on-site experiences. Honestly, the numbers show a clear preference for the traditional route, but the growth areas are in the direct and premium segments.

Global broadcast networks (Pay-TV remains dominant)

Pay-TV is still the bedrock of the media rights value. The live coverage reaches fans through a network of established broadcasters.

• Global broadcast coverage spans 42 broadcast partners across 37 territories.
• For comparable races, the Shanghai Grand Prix in 2025 drew approximately 3.20 million viewers.
• In the US market, the average viewership for races to date in 2025 stands at 1.36 million.
• US European races average a viewership of 1.4 million on the primary US broadcaster.

The US media rights renewal discussions are active, with a previous contract structure suggesting a value rising to $90 million by 2025 for the US broadcast partner.

Direct-to-Consumer (DTC) streaming platform (F1 TV)

The in-house streaming platform, F1 TV, is a key growth channel for media rights revenue, even as traditional deals dominate.

• F1 TV subscription revenue contributed to overall media rights revenue growth in the nine months ended September 30, 2025.
• The Pro version of F1 TV is currently available in 87 markets globally.

Physical race venues (24-race calendar in 2025)

The physical event is the core product delivery channel, with record-breaking turnouts across the expanded calendar.

The 2025 Formula One season featured a schedule of 24 circuits across 21 countries.

Metric	Value
Total Annual Attendance Tracked (On Track for Year End)	Around 7 million fans
Total Attendance (First 14 Races of 2025)	3.9 million fans
Number of Sold Out Events (Mid-Season)	Eleven events
Silverstone Weekend Attendance	500,000 people
Albert Park Weekend Attendance	465,000 people
Qatar Grand Prix Weekend Attendance	162,972 spectators
United States Grand Prix Estimated Attendance	430,000
Chinese Grand Prix Weekend Attendance	220,000 fans

Several key races saw attendance figures exceeding the 300,000 mark, including Belgium, Canada, Spain, and Austria.

Hospitality and event management subsidiaries

Premium on-site experiences, managed partly through subsidiaries like Quint, drive significant 'Other Revenue.'

Financial Metric (Nine Months Ended Sep 30, 2025)	Amount
Other F1 Revenue (Driven by Hospitality/Licensing)	$131 million (up from $103 million in 2024)
Q2 2025 Revenue (Including Quint)	$1.34 billion
Q2 2025 Other Revenue (Hospitality, Licensing, Real Estate)	$194 million (up from $132 million in 2024)
YTD Corporate and Other Revenue (Including Las Vegas Plaza Rental Income)	$198 million
Las Vegas Grand Prix Plaza Rental Income (YTD)	Approximately $12 million

The underlying Paddock Club growth and other premium offerings were key drivers here.

Licensing and merchandise retail channels

This channel benefits from the overall brand growth, evidenced by new commercial agreements.

• Growth in licensing income was noted in the nine months ended September 30, 2025.
• New licensing agreements were signed with Pottery Barn Kids, Pottery Barn Teen, and Hello Kitty x F1 Academy.

The overall sponsorship spend across Formula One and its teams for the 2025 season is projected to exceed US$2.9 billion.

Formula One Group (FWONA) - Canvas Business Model: Customer Segments

You're looking at the core audience that fuels the Formula One Group (FWONA) enterprise as of late 2025. This isn't just about race fans; it's a multi-layered ecosystem where global reach meets high-value transactions. The business model thrives by serving distinct, yet interconnected, customer groups.

The largest segment is the general audience, which provides the scale for all other commercial activities. This segment has seen significant growth, making Formula One Group a truly global entertainment brand. The premium end of this audience, however, drives significant revenue through exclusive access and experiences.

Here's a quick look at the key customer segments and some of the hard numbers associated with them:

Customer Segment	Key Metric/Data Point	Associated Value/Volume
Global Fan Base	Total Global Fan Base (as of August 2025)	827 million
Global Fan Base Demographics	Percentage of fans under age 35	43%
Global Fan Base Demographics	Percentage of female fans	42%
High-end Corporate Sponsors	Projected Total Sponsorship Spend (F1 + Teams, 2025)	Over $2.9 billion
High-end Corporate Sponsors	Formula One Group's Projected Sponsorship Revenue (2025)	$798 million
Race Promoters	Estimated Total Annual Race Fee Revenue	$700 million per-year
Race Promoters	Individual Race Fee Range	$25 million to $60 million a-year
Global Media/Broadcast Companies	Current US Media Rights Deal Value (expiring 2025)	$90 million per year
Global Media/Broadcast Companies	Target US Media Rights Value (Next Deal)	$160 million to $180 million per year

The Global fan base is the foundation. As of August 2025, the total stands at 827 million, showing a 12% year-on-year increase. This audience is younger, with 43% under the age of 35, and more diverse, with female representation at 42%.

High-end corporate sponsors view Formula One Group as a strategic platform. Technology and financial service brands each make up around 20% of all new sponsorship deals for the 2025 season. US-based companies are particularly active, accounting for over 34% of new deals. The total sponsorship market value across the series and teams is projected to exceed $2.9 billion for 2025. A specific example of a long-term, high-value commitment is the luxury brand LVMH's 10-year, $1 billion deal.

Race Promoters, which include cities and governments, pay substantial sanctioning fees. These fees are a major revenue driver, with the combined total from all promoters estimated to generate around $700 million per year for Formula One Group, representing about 25% of its total yearly revenue. Fees for a single Grand Prix can range from a low of about $20 million (historic venues like Monaco) up to $60 million for newer, high-demand events. The economic impact on host cities is also a key factor; for instance, the Las Vegas Grand Prix generated $934 million in economic impact in 2024.

Global Media/Broadcast companies are essential for distribution and monetization of content rights. The US market is a focal point, where the current deal with ESPN, expiring after the 2025 season, is worth approximately $90 million annually. Formula One Group is targeting a significant increase, seeking between $160 million and $180 million per year for the next US agreement. The overall broadcast landscape remains dominated by pay-TV platforms globally.

Premium event attendees and high-net-worth individuals are served through exclusive hospitality offerings. The Paddock Club and bespoke experiences like the 'House 44' collaboration (launched with Louis Hamilton and Soho House) are key offerings, with House 44 selling out across Silverstone, Monza, Mexico, and Vegas, with plans to expand to nine races starting in 2026. These individuals seek ultimate exclusivity, often involving private hospitality suites, paddock access, and yacht charters at glamorous locations like the Monaco Grand Prix.

• The sport is actively developing new premium experiences to meet surging demand from corporate clients and High Net-Worth Individuals (HNWIs).
• The Monaco Grand Prix is specifically cited as a must-attend event for Ultra High Net-Worth Individuals (UHNWIs) due to its glamour and exclusivity.
• The Abu Dhabi Grand Prix is another magnet for this segment, known for its twilight setting and legendary closing parties.
• Intent to attend F1 events is rising, with 41% of surveyed fans who haven't attended a fan experience planning to do so in the future.

Formula One Group (FWONA) - Canvas Business Model: Cost Structure

You're analyzing the cost base for Formula One Group as it navigates a 24-race 2025 calendar and the integration of MotoGP. The costs are heavily weighted toward variable payouts tied to revenue, but fixed operational costs for global logistics and technology are significant, too.

Team Payments (Prizes) to the Ten F1 Teams (Largest Single Cost)

Team payments are the single largest cost component, governed by the Concorde Agreement, which dictates that a portion of F1's revenue is distributed to the ten constructors. For the full year 2024, the total prize money distributed to the teams was $1.266 billion USD. This figure represented about 61.5% of the pre-team payment Adjusted OIBDA (Operating Income Before Depreciation and Amortization) in 2024. Formula One Group expects this percentage to trend lower through the term of the current agreement, concluding at the end of 2025.

The total prize pot distribution is complex, involving several columns of payment. For instance, in the 2024 fund structure, Ferrari received a special historic payment amounting to 5% ($63 million) of the total fund. Another 20% ($253 million) was allocated for historic success/performance payments, rewarding past championship wins. The remaining 75% ($949.5 million) is split based on the 2025 season's final Constructors' Championship standings.

To give you a concrete example of the scale, based on 2024 results, the estimated payout for the Constructors' Champion (McLaren) was $140 million, while the tenth-place team (Sauber) received an estimated $60 million. The Q2 2025 financial results showed that Formula One distributed $513 million in prize money to the teams during that quarter alone, bringing the year-to-date total payout to $625 million as of the end of Q2 2025. Separately, Formula One paid a total of $50 million to the teams in Q1 2025 related to the signing of the 2026 commercial agreement, a cost excluded from Adjusted OIBDA.

Prize Money Component (Based on 2024 $1.266B Fund Estimate)	Approximate Amount (USD)	Basis
Total Distributed to Teams (2024)	$1,266 million	Reported Liberty Media Figure
Special Ferrari Payment	$63 million	5% of Total Fund
Historic Success/Performance Payments	$253 million	Roughly 20% of Total Fund
2025 Standing Based Payment Pool	$949.5 million	Remaining 75% of Total Fund
Estimated Payout for 1st Place (2024 Basis)	$140 million	Estimated Constructor's Share

Race Operations and Logistics

Managing a global calendar of 24 races across five continents for the 2025 FIA Formula One World Championship inherently drives high operational costs. The logistics complexity is a major expense driver. For example, in the fourth quarter of 2024, operating costs rose partly due to higher freight costs directly linked to the specific order of events on the calendar. This is a persistent factor, as the recently acquired MotoGP series also notes that a higher mix of flyaway races generally results in a higher cost per race. The Group also incurred expenses related to the launch of new activations at the Grand Prix Plaza in Las Vegas.

Media Production and Technology Costs

The production of the high-quality global broadcast feed and the distribution network form a core operational cost. Costs associated with delivering the F1 TV direct-to-consumer platform have increased as the subscriber base grows. While specific media production cost line items aren't broken out separately from 'Other Cost of F1 Revenue,' the growth in the digital platform is a clear cost center.

The overall financial structure shows significant debt, which impacts financing costs, though not direct operational costs. As of Q2 2025, the total Formula One Group attributed principal amount of debt was $2.9 billion.

Corporate Selling, General, and Administrative (SG&A) Expenses

SG&A expenses cover the overhead required to run the corporate structure, separate from race-specific operational costs. For the full year 2024, Formula One Group's attributed SG&A expense was $66 million. In the fourth quarter of 2024, this figure was $17 million. The SG&A for the first quarter of 2025 saw an increase, primarily driven by higher personnel and marketing expense, including marketing costs for the 75th season launch event at London's The O2.

Costs Associated with Servicing New Sponsorship Agreements and Hospitality

As Formula One Group successfully grows its commercial revenue, the associated servicing costs rise in tandem. Costs in this category increased due to several factors noted in the Q2 2025 reporting:

• Higher commissions and partner servicing costs linked to underlying revenue growth.
• Increased costs specifically to service new sponsors.
• Higher Paddock Club costs due to increased attendance figures.

The growth in 'Other Revenue' streams, which includes hospitality, is directly linked to these increased servicing expenses. For example, other revenue grew from $132 million in Q2 2024 to $194 million in Q2 2025, boosted by factors like the Las Vegas Grand Prix Plaza leasing income.

Formula One Group (FWONA) - Canvas Business Model: Revenue Streams

You're looking at the core money-making engine for the Formula One Group as of late 2025. Honestly, the business model is built on locking in long-term, high-value contracts across three main pillars: events, media, and brand partnerships. It's a fantastic setup for recurring revenue, which is what we analysts love to see.

The overall picture is strong. As of the end of the third quarter of 2025, the Trailing Twelve Months (TTM) Revenue for Formula One Group was a solid $4.04 Billion USD. This is up from the $3.65 Billion USD generated in the full year 2024. The Q3 2025 revenue itself hit $1.085 billion.

Race Promotion Fees from Host Countries/Circuits

This stream comes from the fees paid by circuits and host countries to secure a spot on the Formula One calendar. Because the calendar is fixed and highly desirable, these fees are largely contracted years in advance, providing excellent revenue visibility. The Q1 2025 results showed a year-over-year decline in this revenue because the quarter had one fewer race than Q1 2024, illustrating the direct link between race count and quarterly recognition. We saw major contract extensions recently, like the renewed agreement for the Austin Grand Prix running through 2034 and the Monaco Grand Prix extended through 2035.

Media Rights Fees from Global Broadcasters and F1 TV Subscriptions

Media rights are the bedrock, representing a significant portion of the primary revenue. The growth here has been substantial; media rights fees climbed from $606.6 million in 2017 to $1.18 billion in 2024. The momentum continued into 2025, with the announcement of a new US broadcast partnership with Apple, which follows the massive cultural moment created by the Apple Original Films release, F1 The Movie, which grossed approximately $630 million globally. Contractual increases in fees and the ongoing growth of the direct-to-consumer platform, F1 TV subscriptions, help offset any quarterly dips caused by calendar variance.

Sponsorship Fees from Global Partners

Sponsorship is where the brand's increasing cultural relevance really translates into cash. You need to track both the series-level deals and the team-level deals, though the outline specifically calls out the Global Partners for the series itself. The projected figure for Formula One Group's Global Partner sponsorship revenue for 2025 is $677 million. To give you context on the broader market, the total sponsorship spend across the championship and its teams is projected to exceed $2.9 billion for the 2025 season. For comparison, the teams alone generated $2.04 billion in sponsorship revenue in 2024. The Q2 2025 results showed that primary revenue, which includes sponsorship, hit $1.03 billion for that quarter alone.

Here's a snapshot of how the revenue streams contribute, using the Q2 2025 primary revenue breakdown as a proxy for the core components:

Revenue Component	Q2 2025 Amount (Millions USD)	Notes
Primary Revenue (Total)	$1,030	Race Promotion, Media Rights, Sponsorship combined
Other Revenue (Total)	$194	Hospitality, Licensing, Real Estate
Total Formula One Group Revenue (Q3 2025)	$1,085	Reported Q3 2025 Revenue
MotoGP Revenue (Q3 2025)	$169	Included in Formula One Group segment

Hospitality and Experience Revenue (e.g., Paddock Club, QuintEvents)

This category captures the premium fan experience, which has seen significant uplift as the sport markets itself as a weekend festival. The Q3 2025 results specifically noted higher hospitality revenue driven by underlying Paddock Club growth and increased Grand Prix Plaza activities. QuintEvents, Liberty Media's ticketing and hospitality arm, also contributed to the growth in the 'Other Revenue' bucket, which was $194 million in Q2 2025. This segment benefits directly from record race attendance figures.

Licensing, Merchandising, and Other Ancillary Revenue

This area is about monetizing the brand outside of the race weekend itself. We're seeing new commercial horizons here. For instance, Formula One entered into new licensing agreements with brands like Pottery Barn Kids, Pottery Barn Teen, and Hello Kitty x F1 Academy. The growth in licensing income was cited as a positive contributor to the 'Other F1 revenue' in the third quarter of 2025. Furthermore, the inclusion of MotoGP in the Formula One Group segment adds its own ancillary revenue streams, with MotoGP revenue hitting $169 million in Q3 2025.

You should keep an eye on the growth in these ancillary areas; they are less susceptible to the quarterly fluctuations of the race calendar. Here are some key partnership examples that feed this revenue:

• LVMH Group: Landmark ten-year contract reportedly worth $150 million per season.
• DHL: Longest-running partner, recently signed extension to its $40 million-a-year deal.
• Crypto.com: Extension signed until 2030 at $20 million-a-year.
• American Express: Regional partnership upgraded to a global deal for 2025.